the newest chapter in the smartphone wars tonight. There is a new phone about to hit the market and many believe it could be the iphone's toughest competition yet. Abc's neal karlinsky tonight with a first look at how it works. Reporter: The newest and brightest entry into the must-have gadget market is a phone that can loo back at you and actually read your facial expression. If you turn away, I will pause the video, you turn back, it will resume again. Reporter: It is the samsung galaxy s-4 and its most buzz worthy feature is that it's doing something that for years has been the domain of apple. For the thing that has everyone talking, here is the face to face phone calls. One new function is called passbook. Getting main stream buzz, often at the expense of the mighty iphone. to fuel up the war between apple and samsung. Reporter: You can through texts, just by tilting it. And while touch screens may seem to be everything, this one lets you work the phone by just swiping in the air above it. We gave a couple of iphone-loving interns an exclusive glimpse to get their phone. I like this as much as I like my iphone. Reporter: It's tough days for apple. Samsung is a google-powered an droi phone and android beats apple at the smartphone game that it invented. I actually want this picture. Can I send it to myself? Reporter: Our testers today weren't ready to switch, but samsung's scored one major victory. It's got people talking about it. Actually really cool. Yeah. Reporter: Neal karlinsky, abc news, seattle.

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